Software pitches should include less jargon, more relatable facts

CORPUS CHRISTI - QUESTION: I sell “firewall” software (the kind that ensures people can’t hack into your mainframe system) to mid-size corporations. The problem is that since my software is fairly expensive, the Information Technology department frequently refers me to the CEO. As I give my presentation, explaining our benefits and advantages, I can see the CEO’s eyes glaze over. I know I lose them with the details and, as a result, I lose the sale. Any advice?